Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Doaa Fathy ◽  
Mohamed H. Elsharnouby ◽  
Ehab AbouAish
Keyword(s):  
Positive Impact ◽  
Sampling Technique ◽  
Customer Engagement ◽  
Convenience Sample ◽  
Content Type ◽  
Sports Teams ◽  
Quantitative Results ◽  
Two Stages ◽  
Fan Engagement ◽  
Depth Interviews

PurposeCustomer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with their sports teams and identify its drivers and outcomes.Design/methodology/approachThe researchers deployed mixed methods in this study via three phases: (1) A judgmental sampling technique, along with snowballing, were used to conduct in-depth interviews with twenty-two football fans, for the exploratory phase; (2) A convenience sample was also used for the quantitative phase, which was divided into two stages, (1) the pretesting stage (30 fans), and (2) the main data collection stage (407 fans) and (3) A judgmental sampling technique was applied for the qualitative validation phase (10 interviews with experts and practitioners).FindingsQualitative and quantitative results supported team jealousy, team competitiveness and team morality as new predictors for fan engagement behaviours. Further, while the fan role readiness had the most positive effect on management cooperation, team identification had the most predicting power for prosocial behaviour. Finally, team morality had the most significant positive impact on performance tolerance.Originality/valueDespite the considerable practical attention, and the recent extensive research, paid towards conceptualising customer engagement behaviours in the last decade, there is still a need for further exploration on the fan engagement concept to better understand fans' unique behavioural responses; accordingly, the current research was conducted.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clement Nangpiire ◽  
Joaquim Silva ◽  
Helena Alves
Keyword(s):  
Design Methodology ◽  
Hospitality Industry ◽  
Document Analysis ◽  
Tourism Industry ◽  
Theory And Practice ◽  
Customer Engagement ◽  
Analysis Framework ◽  
Content Type ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection between engagement and co-creation is little studied in the hotel/tourism literature. This paper proposes a connection between customer engagement (CE) and value co-creation frameworks to ascertain and depict the internal actors' activities and factors that foster or hinder guests' co-creation and destruction of value.Design/methodology/approachThe researchers used qualitative methods (35 in-depth interviews, document analysis and four observation sessions) in seven regions of Ghana to explore the customer's perspective. Data were analyzed with NVivo11 within a thematic analysis framework.FindingsThe findings suggest that positive and negative engagement fosters or hinders guests' interactions, which lead to value co-creation or destruction. The research also discovered that negative interactions occasioned by any factor or actor trigger value destruction at multiple stages of the experience journey.Practical implicationsIndustry players can use the framework developed to assess their businesses, explore and reflect on the proposed value they aim to generate, and thus be more aware of how they can better facilitate value co-creation with their consumers and avoid value destruction.Originality/valueThis research proposes a novel connection between customer interactions, engagement and value co-creation to ascertain and depict the internal actors' activities and factors that foster or hinder customers' experience in the hotel/tourism industry.

Electronic word-of-mouth generation and regulatory focus

2019 ◽  
Vol 32 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Muhammad Sohaib ◽  
Umair Akram ◽  
Peng Hui ◽  
Hassan Rasool ◽  
Zohaib Razzaq ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ordinary Least Squares ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences. Design/methodology/approach An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study. Findings Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships. Practical implications This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM. Originality/value This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.

scholarly journals Changing contexts: from criminal to citizen

2019 ◽  
Vol 33 (3) ◽  
pp. 515-526
Author(s):  
Aidan McKearney
Keyword(s):  
Gay Men ◽  
Design Methodology ◽  
Positive Impact ◽  
Sexual Citizenship ◽  
Content Type ◽  
Working Lives ◽  
Legislative Changes ◽  
Depth Interviews ◽  
Insight Into

Purpose The purpose of this paper is to provide a critical reflection on the profound changes regarding sexual minority rights in Britain and Ireland. It seeks to illustrate how recent legislative changes can impact the working lives of gay employees living and working in nonmetropolitan locales. The paper also aims to assess the role of LGBTQI movements, groups and networks, in facilitating voice and visibility and advancing equality. Design/methodology/approach Secondary research was undertaken to assist in contextualising the empirical findings, within a literature review. The paper presents findings derived from a qualitative study, involving in-depth interviews with 44 gay men in Britain and Ireland. Findings LGBTQI movements and groups have played a crucial role in facilitating voice, and visibility for LGBTQI people in both Britain and Ireland. These movements have themselves, undergone change, moving from liberationist-queer-radical approaches to normalising-sexual citizenship-radical approaches. Significant legislative advances have taken place in the 2000s, and these have had a positive impact on gay workers. However, there is a continuing need for organisations to respond in ever more strategic, effective and inclusive ways, if the promise of sexual citizenship is to be realised by gay people in the workplace. Local, self-organised LGBT groups can play an important role in building sexual citizenship in nonmetropolitan locales. Originality/value This paper’s value and contribution lie in its application of theoretical principles and models, most notably models of sexual citizenship, in a specific historical, geographical and spatial context. The paper offers an insight into the lives of gay men who reside and work in nonmetropolitan locales; and highlights the emergence of subtle forms of gay resistance and radicalism, through self-organised groups.

A new coffee culture amongst Costa Rican university students

2017 ◽  
Vol 119 (12) ◽  
pp. 2918-2931 ◽  
Author(s):  
Juan Aguirre
Keyword(s):  
University Students ◽  
Design Methodology ◽  
Coffee Consumption ◽  
Principal Component ◽  
Private University ◽  
Costa Rican ◽  
Economic Base ◽  
Content Type ◽  
Quantitative Results ◽  
Depth Interviews

Purpose The purpose of this paper is to identify what type of changes, if any, have taken place, in the factors influencing coffee consumption among Costa Rican university students. Design/methodology/approach The study consisted of quantitative and qualitative phases. The quantitative data were collected through a written questionnaire distributed to a random sample of 370 students at a private university. The data were analyzed using Cronbach’s α, principal component/exploratory factor analysis and standardized ordinal logistic regression. Qualitative in-depth interviews with ten students were undertaken to verify the quantitative results. Findings Of the sample, 70 percent were females and 30 percent males. Of those interviewed, 70 percent drank coffee and 30 percent did not. In 64 percent of those who did not drink coffee, juice was the main substitute. The predictors of the coffee culture are: the country tradition, parents, general socialization with friends, home, workplace and restaurants. Tradition, parents and home were found to be the predictors of coffee culture for women; for men the predictors were the workplace and restaurants. Originality/value Coffee culture amongst university students is experiencing a transition, and the changes identified seem to be affected by the gender of the student and the change in the economic base of the country. The information will be valuable in marketing coffee to young people.

Complaint-handling as antecedent of customer engagement: do consumer characteristics matter?

2017 ◽  
Vol 35 (2) ◽  
pp. 277-295 ◽  
Author(s):  
Jesus Cambra-Fierro ◽  
Iguacel Melero-Polo
Keyword(s):  
Mobile Phone ◽  
Structural Equation ◽  
Business Performance ◽  
Positive Impact ◽  
Small Body ◽  
Customer Engagement ◽  
Content Type ◽  
Consumer Demographics ◽  
Complaint Handling ◽  
And Gender

Purpose The purpose of this paper is to assess the degree of customer engagement resulting from complaint-handling processes. The authors will also analyze the extent to which consumer demographics play a moderating role in this context. Design/methodology/approach To this end, the study analyzes the Spanish mobile phone sector based on a survey of individuals who filed a complaint and were provided with a solution by their mobile carrier. Data analysis was carried out using SmartPLS structural equation software. Findings The findings indicate that effective complaint-handling processes result in engaged customers. Moreover, socio-demographic variables such as age and gender do not have a significant impact on post-complaint-handling satisfaction or on customer engagement levels. Research limitations/implications This study has focused on only one industry – the mobile phone sector – which in Spain exhibits particular characteristics. Practical implications Firms which effectively employ complaint-handling strategies when service failures occur can count on an increase in customer engagement which, theoretically, will boost company value and have a positive impact on business performance. Originality/value The small body of research in this area assumes initial customer satisfaction. No evidence was found of the existing literature assessing customer engagement in dissatisfied customer contexts.

Teachers’ motivation to adopt technology in higher education

2019 ◽  
Vol 12 (4) ◽  
pp. 673-692 ◽  
Author(s):  
Lavina Sharma ◽  
Mallika Srivastava
Keyword(s):  
Higher Education ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
Sampling Frame ◽  
Adoption Of Technology ◽  
Content Type ◽  
Use Of Technology ◽  
Technology In Higher Education

Purpose The higher education, universities and institutions across the world have increasingly adopted information and communication technology (ICT) as a tool for curriculum development, learning and teaching, and for administrative activities. The use of technology to facilitate learning is gaining acceptance across various educational institutions. In order to use technology in the best possible manner, it becomes essential that the teacher should be willing to accept the technology and use it for the teaching activities. Thus, the purpose of this paper is to understand the teachers’ motivation toward adopting technology in the higher education. Design/methodology/approach An exploratory-descriptive approach is used in this research. The sampling frame for the study is the teachers employed in the management institutes in Bengaluru, Pune, Indore and Delhi. A simple random sampling technique is used for identifying the sample for the study. A self-administered questionnaire was employed to measure the validity of items measuring the teacher’s intention to use technology. Findings The results of the study confirm a significant positive impact of value beliefs (VB), social influence (SI) and perceived ease of use (PEOU) on the behavioral intention (BI) to use technology by the teachers. However, the study does not establish the relationship between self-efficacy and BI to use technology by teachers. Practical implications The use of technology will be an important area in the field of higher education where it becomes crucial to understand the motivation factors that lead to the adoption of ICT in the classroom and the curriculum. In order to successfully integrate technology into the teaching-learning process, it is concluded that the factors that positively influence the BI to use technology include the VB, PEOU and the SI. Originality/value This study contributes toward the study of teachers’ motivation in the adoption of technology in higher education in India.

Consumer approach intentions amid COVID-19: the role of safety compliance and perceived risk

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amro A. Maher ◽  
Tamer H. Elsharnouby ◽  
Abdullah M. Aljafari
Keyword(s):  
Perceived Risk ◽  
Positive Impact ◽  
Ordinary Least Squares ◽  
Perceived Threat ◽  
Convenience Sample ◽  
Content Type ◽  
Employee Safety ◽  
Consumer Safety ◽  
Safety Compliance ◽  
Other Consumers

Purpose This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the three-way interaction effect of employee compliance, other-consumer compliance and perceived threat associated with COVID-19 on approach intentions. Design/methodology/approach This study uses an experimental approach with a 2 (employee safety compliance: low vs high) × 2 (other-consumer safety compliance: low vs high) × 2 (consumer perceived threat from COVID-19: low vs high) between-subjects design. Students were trained to recruit a convenience sample of 827 consumers in Qatar and data were analyzed using ordinary least squares (OLS) regression. Findings Employee safety compliance has a positive impact on the consumer’s approach intentions. Employee safety compliance has a bigger impact on approach intentions if other consumers in the service environment are also compliant with safety measures and even a greater effect when the perceived threat from COVID-19 is high. The effect of the interaction between employee and other-consumer safety compliance is significantly different under two levels of perceived threat. Practical implications To enhance approach intentions, managers should start by establishing and maintaining safety compliance among employees and then achieving compliance among consumers. Achieving compliance among employees and consumers has a positive impact on approach intentions despite the focal consumer’s perceived risk associated with COVID-19. Originality/value This is the first study to investigate how the safety compliance of employees and other consumers jointly affects consumers’ approach intentions during a global pandemic, and it is among very few attempts to manipulate dimensions of the social servicescape.

scholarly journals SHIFTING OF LAND USE IN SUSTAINABLE TOURISM: A LOCAL CULTURAL APPROACH IN INDONESIA

2021 ◽  
Vol 35 (2) ◽  
pp. 270-274
Author(s):  
WARIDIN WARIDIN ◽  
◽  
I Putu ASTAWA ◽  
Keyword(s):  
Land Use ◽  
Positive Impact ◽  
Sustainable Tourism ◽  
Land Use Changes ◽  
Land Owners ◽  
Quantitative Results ◽  
Study Support ◽  
The Impact ◽  
Depth Interviews ◽  
Land Changes

Tourism becomes a hotly discussed topic because it has a significant impact on the economy, social, and culture. This study analyzes changes in yard land use to support sustainable tourism based on local culture, namely the culture of harmony. This research was conducted through two approaches. The first was carried out qualitatively to see changes in depth in the use of Ubud community yards. The second is done quantitatively with the help of statistics to determine the impact of these changes. Data were collected through in-depth interviews with people who own land changes and through questionnaires. The selection of informants was based on recommendations from the traditional village leadership using the snowballing method. A total of 38 land owners have filled out the questionnaire correctly. The results of the qualitative research explained that most land-use changes were in palemahan 0r teba, which were initially used as a breeding place, remove dirt, and gardening functioned as a place to stay for tourists. The quantitative results explain that land changes based on a culture of harmony have a positive impact on the economy, social, culture, and environment. The results of this study support the development of sustainable tourism which is an important issue in today's era.

Collaborative consumption: a business model analysis of second-hand fashion

2018 ◽  
Vol 22 (3) ◽  
pp. 354-368 ◽  
Author(s):  
Sivasankari Gopalakrishnan ◽  
Delisia Matthews
Keyword(s):  
Business Model ◽  
Retail Stores ◽  
Fashion Industry ◽  
Sustainable Business ◽  
Collaborative Consumption ◽  
Convenience Sample ◽  
Content Type ◽  
The Usa ◽  
Number Of Customers ◽  
Depth Interviews

Purpose The purpose of this paper is to analyze the business model of second-hand fashion stores and explore their challenges/opportunities and suggest potential strategies for second-hand fashion retail stores. Design/methodology/approach A qualitative research method using in-depth interviews of convenience sample of owners/store managers from within the USA was employed. Findings Contrasting the traditional retail stores, customers are the primary partners and suppliers of second-hand fashion stores. These stores retain minimal profits given a business model that typically involves sharing profits with customers. Cheaper price, thrill of finding great deals, value for brands and variety are the primary reasons mentioned by respondents for shopping at second-hand stores. Research limitations/implications Limitations include the use of a convenience sample of store owners/managers as well as the research is limited to women and children’s stores. Respondents of the study were from the same geographical region and the characteristics of the redistribution markets may vary in a different region. Practical implications As a means to foster textile waste reduction through second-hand clothing business, these stores could adopt innovative revenue streams, additional partnerships, and improved fashion and store appeal that may be effective in increasing profits and the number of customers. Originality/value This study is one of the early attempts to examine the business model of second-hand fashion stores, a form of collaborative consumption in the fashion context. The study contributes in promoting second-hand fashion stores as a sustainable business model in the fashion industry.

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